Creative Technology Ltd. invented the mp3 player and introduced it to the market. Twenty-two months later Apple introduced the iPod.
The message of Creative Technology was: "the 5GB mp3 player". Apple took another approach: "1000 songs in your pocket".
Creative told us WHAT their product was and Apple told us WHY we needed it.
(c) based on 'Start with Why', by Simon Sinek (page 44)
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